In retrospect, it was an important step towards greater emancipation – and one that would ultimately also make David McConnell rich. The American bookseller hired the first Avon beauty consultant in 1886 and founded the California Perfume Company at the same time. In the USA at that time (as in Germany), women were often completely dependent on their husbands for financial and many other matters – they were not allowed to vote and rarely had paid employment.
Financial independence for women
McConnell’s first employee was a 50-year-old mother. And the first product was an eau de toilette set, “an absolute bestseller thanks to the direct sales model – from woman to woman”, according to Avon’s company chronology. But McConnell didn’t just want to make money, he wanted to give women financial independence. Avon is still proud of this today, because it succeeded: in 1902, there were already tens of thousands of female consultants. The company grew at a rapid pace.
Today, Avon is one of the world’s leading direct sales companies for make-up, face and body care, costume jewelry, home décor items and fashion. “We see beauty in all its facets,” the company advertises. Millions of women around the world sell as consultants on behalf of Avon – often on a part-time basis. “The compatibility of family and career is important to us,” says an Avon spokeswoman.
A better world for women, a better world for all
According to Avon, one of its core objectives is to promote “gender equality”. The company donates to various social projects. Money also flows into campaigns against violence against women. Women around the world are still frequently victims of violence in various forms: sexual assault, beatings and “honor killings”. According to the United Nations, more than one billion women have no access to legal protection against domestic sexual violence. “A better world for women is a better world for everyone,” is one of the company’s credos.
1959: Traveling through Germany with sample suitcases
In day-to-day business, however, as with other companies, it is not least about making money. And the people in charge of Avon in many countries had a good hand economically. Avon Germany was founded in 1959 and was initially called Kavon for legal reasons. Avon was the first company to provide consultants with cosmetic sample cases. The company also grew rapidly in this country.
Avon now has its German headquarters in Hallbergmoos. Around 100 employees work here – currently a lot of them are working from home due to the coronavirus. The company does not disclose the number of consultants.
For a long time, some considered the Avon consultants to be the Tupperware saleswomen of cosmetics. However, the company’s commercial success proved them right. In any case, the company has long been active in other sales channels such as the Internet.
Avon: A women’s company, even in top positions
Most of the people working for Avon in Germany are women – but there is also a minority of men in Hallbergmoos and among the consultants, many of whom work part-time and on a freelance basis. Unlike many German companies, the high proportion of women is also reflected in the company’s top positions.
The Managing Director of Avon Germany, Nina Šebečić Crnolatac, says: “Direct selling is a very dynamic type of retail. It’s about people, success and opportunities,” she is convinced. She is proud to work for a company that supports women and makes life better.
How sales of make-up products went through the roof
For a long time, sales figures in the cosmetics industry only went in one direction: sales of decorative cosmetics in Germany climbed from around 1.1 billion euros in 2004 to a good 1.8 billion euros in 2016. It stagnated in the following years and slumped to just under EUR 1.6 billion in 2020 due to the coronavirus crisis. Why style yourself if you’re not going to the office anyway, many people are probably thinking at the moment. And how do you sell make-up or eyeshadow when, for example, demonstrations of the products in drugstores are almost unthinkable during lockdown periods due to infection control measures?
Corona is also a challenge for Avon
Corona therefore represents an enormous challenge for many cosmetics companies. However, Avon, which as a stock corporation traditionally does not publish profit and sales figures for individual countries, is getting through the coronavirus crisis “very well”, according to a company spokesperson. Although the second lockdown has hit consultants hard, sales have remained stable. “The reason is certainly that customers are increasingly turning to their advisors and buying directly from them due to the restrictions,” says a spokesperson.
The solution: online parties without physical contact
In addition, more and more consultants are discovering “how to sell successfully via online parties, the digital Avon Shop and social media marketing,” says the spokeswoman. Avon Germany also makes it possible to ship directly to customers so that no physical contact is necessary. She is “delighted” with how well the consultants have accepted the new situation, said Avon Germany boss Crnolatac recently.
Image material © Avon
